BPL Mobile Communications, the oldest mobile telecom service provider in the country, has changed its name to Loop Mobile. This initiation is in reaction to the expiry of its brand-use agreement with the TPG Nambiar-owned BPL Group.

“Loop is an extension of an ongoing campaign, ‘Get in the Loop’, and will be easy for subscribers to identify with the rebranding. The new name signifies a vibrant company and appeals to the youth of the country,” said BPL Mobile Director and CEO Sanjeev Chachondia. He added, the new logo of Loop Mobile has been designed keeping in mind the youthful vitality, excitement and freshness that the company stands for.

It is planning a multi-hued campaign — green, purple, pink and blue — for the new brand, as against the conventional mode of a company trying to identify itself with a single hue.